How to grow via premiumisation
This article is part of a series of articles on premiumisation. Read more.
Need to know
- In urban Asian markets the growing middle class consider a huge choice of brands in store as an indicator of success. To keep up with constant novelty and innovation brands take several approaches to premiumise.
- A common theme is to take what is seen as an added value ingredient offering proven benefits in one category and then borrowing it for another, such as adding green tea to toothpaste.
- Consuming a traditional food in a premium way also...